Nanna's is an Australian frozen desserts brand that recently underwent a rebranding effort in order to capture the attention of the modern consumer with vibrant packaging that communicates the product's authenticity. The whimsical new look of the brand focuses on the story of "Nanna" and with the help of a doily graphic, is endearing, quirky and modern all at once.
In order to achieve this renewed image, the Melbourne-based brand tapped the creative team at the Brand Society, who created packaging, bespoke illustrations, point-of-sale marketing material as well as over brand strategy and identity.
The emphasis placed on the traditional recipe of the product is representative of the consumer desire to avoid overly process foods and is likely to spark renewed interest in the product despite waning interest in the frozen desserts category overall.
Whimsical Frozen Desserts Brands
This Frozen Desserts Brand Boasts a Renewed Brand Identity
Trend Themes
1. Vibrant Packaging - There is an opportunity for companies in the frozen desserts industry to create vibrant and eye-catching packaging designs to attract the attention of modern consumers.
2. Authentic Branding - Brands can leverage authentic storytelling and visuals to create a renewed brand identity that resonates with consumers looking for genuine products and experiences.
3. Revitalizing Traditional Recipes - Brands can capitalize on the consumer desire for less processed foods by emphasizing the use of traditional recipes, sparking renewed interest in their products.
Industry Implications
1. Frozen Desserts - Companies in the frozen desserts industry can explore rebranding efforts and product enhancements to stay competitive in a market with waning interest.
2. Packaging Design - The packaging design industry has an opportunity to create innovative and visually appealing designs for frozen desserts brands looking to capture the attention of modern consumers.
3. Food and Beverage - The food and beverage industry can benefit from the trend of revitalizing traditional recipes, aligning with the consumer desire for less processed and more authentic products.